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DavidMTL

Setting Realistic Ppc Objectives

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Hi all, thank you for reading my post.

 

I am been asked to prepare a PPC campaign for one of my client. I have no problem with the keyword research, structure and budget optimization, although I have more trouble setting up the campaign's objectives.

 

My question is this: how do you decide what should be the objectives behind a pay per click campaign? I presume the general idea is to achieve a higher volume of sales, but if the company is not selling its products from its website, how do you measure success? From the number of visitors and page impressions?

 

I hope my question make sense, and thanking you in advance for your sound answers.

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At its most basic, it has to be worth the money.

 

If they're selling products on their website, the ROI has to be high enough to justify the ad spend.

 

If they're not selling on their website, what would they consider a conversion goal? An RFP? The visitor filling out a contact form? Hopefully it's a trackable goal like a form fillout or something like that and you could use analytics to determine a conversion rate from your ppc campaigns.

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